Retailer Collage: What is Your Relationship to Your Favorite - - PowerPoint PPT Presentation

Retailer Collage:

What is Your Relationship to Your Favorite Retailer?

Janna Parker, James Madison University Hyunju Shin, Georgia Southern University

Collage Method

• Collages: an expressive projective technique that allows consumers to

convey their experiences, feelings, emotions, ideas about brands, consumption motives, or product usage by combining various different materials such as images, photographs, or words to create a collection of various things (Belk et al., 1997; Costa et al., 2003; Koll et al., 2010)

• The collage method is often combined with in-depth (Belk et al., 2003) or focus group

interviews (Costa et al., 2003) or a short explanation of the collages in a verbal (Havlena

and Holak, 1996; Koll et al., 2010) or a written (Belk et al., 1997) form to explicate their

meanings.

Retailer Collage

• 1. Creating a personal collage that represents each student’s relationship to

a retailer of the student’s choice

• 2. Discussing completed collages (collection of memories associated with the

retailer) in class

Applying to

• Classes: Marketing Principles, Retailing, Services Marketing, and Brand

Management

• Marketing Concepts covering: the types of retailers, The 7 Ps of Service

Marketing (Service Marketing Mix), value co-creation in Service-Dominant (SD) logic, relationship marketing, retailer (brand) image, a collage research method, and the role of marketing strategies in general

Outcomes

• Increased engagement with, comprehension of, topics covered in lecture.